Management and Organizational Studies 3325A/B Lecture Notes - Lecture 6: National Retail Federation, Forrester Research, Customer Retention

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3325A/B
• Professor: Adam Caplan

Document Summary

How can we use experience to our strategic advantage: competitive differentiation, consumer behaviour, supporting other elements of the rbe. The idea that the growth of new online shoppers is slowing down is beginning to sink in and retailers are beginning to make adjustments. Primarily they are shifting their investment from customer acquisition to customer retention: scott silverman, shop. org. Nearly 9 in 10 consumers who conduct online transactions have experienced problems, according to a tealeaf-commissioned study conducted by harris. More than 40% of those who had problems switched to a competitor or abandoned their transactions. Another 52% stopped doing business with the company. The pace of website design is brisk because more retailers know that having an attractive site that makes it easy to find merchandise and make a purchase is a competitive advantage : joey lechtner. Director of e-commerce marketing services fry inc. Understanding our audience: market research, user goals", conversion mechanics, user experiences", competitors" websites, develop personas .